Producing and Communicating: Manifestos of the Contemporary Made in Italy Trademark

The images and imagery of Italian leather goods oscillate today between sophisticated impressions of the global context and stereotyped visions of the fashion system. The article examines the role of bags as programmatic manifestos of individ- ual brands, with the aim of bringing into focus the myths of reference and stereotypes of the contemporary Made in Italy label. Medea and Bianchi e Nardi 1946 are projects that do not belong to the financial behemoths of luxury and embody im- ageries that integrate material and immaterial production, helping us to view Italian fashion as a cultural s ystem as well
as one of production.